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Social Media Strategies of Socially Conscious
BusinessesAriel Rivera
Tierney Torchin
John Berggren
Josh Almond
ToMS Shoes & Krochet Kids
• TOMS• Established 6.7 million dollar
industry• Media focus on cause• Work with other non-profits
• Krochet Kids • Education and mentorship
program • Media focus on product
• Facebook, Instagram, Blogs
Successful Media
Consistent branding across media
Lifestyle image
Cause related posts vs. product related
Use of hashtags
#TOMSNepalBoot
#KKiOutside
Web 2.0: Fan involvement
Kiva &World Vision Micro
● Strong media
strategies
● Independent non-
profit
● Aims to get an
emotional pull
● Strong strategies, weak employment
● Subsidiary non-profit to World Vision
● Business strategy
Successful Media
Media is formatted to appeal to the different audiences on each social
networking site
SunCycles & Divvy Bikes
• Demographics
• Hipsters, students, and tourists.
• SunCycles
• New company
• Minimal use & misuse of Social Media
• Divvy Bikes
• Established company
• Very active and effective use of social
media
Successful Media
● Social Interaction● Hashtags
○ #Divvyon○ #Divvyween
● Content production
Disabilities
• Took a very passive role in social media
• Allocated very little funding to video production
• Brand recognition of DSUSA is very poor
• Overall, did not incorporate enough for-profit strategies
• Took a very active role in social media
• Allocated significantly more funding to video production
• Brand recognition of WWP is very high
• Successfully blended non-profit ideals with for-profit strategies
Successful Media
• Content Production• Video & Social media
• Community Engagement • Via website and social media outlets.
For-Profit
● Rapidly growing industry● Goals
○ Supporting local and global community.● Method
○ Pictures.○ Sell a product that supports a good cause.
● Focus○ Providing services/goods to those in need.
● Social Interaction○ Content production (about the brand).
Non-Profit
• Emotional appeal• More important than professionalism• However, in some cases too much emotional
appeal can hurt the overall effectiveness of the media strategy.
• Donations• Very prevalent, linked on every page• Rely on others to fulfill their functions
Crossover
• Non-profits must act as for-profits• Giving out loans• Managing those
who receive benefits
• For-profits must act as non-profits• Emotional appeal• Make the cause look
worthwhile• Community
Development• Mutual Benefit